eMarketing: The Essential Guide to Online Marketing

(5 reviews)


Rob Stokes, Quirk eMarketing

Pub Date: 2010

ISBN 13: 978-1-9361263-2-3

Publisher: Saylor Foundation

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Reviewed by Dave Seng, Adjunct Professor, University of Arizona, on 6/11/2015.

The text covers all areas of emarketing. Very thorough, complete, and comprehensive.… read more



Reviewed by Barb Dodd, Adjunct Professor, Virginia Commonwealth University, on 12/6/2016.

This book offers an overall perspective of e-marketing. Although app development and current technology has impacted e-marketing the text provides perspective.… read more



Reviewed by Laura Lott Valenti, Instructor of Marketing, Nicholls State University, on 2/9/2017.

The text adequately addresses the major and minor details of e-marketing and in some cases provide a “how-to” section, allowing practitioners to use … read more



Reviewed by Michael Adams, Instructor, Chemeketa Community College, on 2/9/2017.

The text is very comprehensive, compared to two other emarketing texts that I have used. Emarketing is a fast moving subject area, so it is … read more



Reviewed by Susan E. Bouchard, Adjunct Faculty, Rhode Island College, on 4/12/2017.

This is a good base text for an introductory digital marketing course. It could be supplemented with current social media concepts and practices for … read more


Table of Contents

  • Chapter 1: Introduction to eMarketing
  • Chapter 2: E-mail Marketing
  • Chapter 3: Online Advertising
  • Chapter 4: Affiliate Marketing
  • Chapter 5: Search Engine Marketing
  • Chapter 6: Search Engine Optimization
  • Chapter 7: Pay per Click Advertising
  • Chapter 8: Social Media
  • Chapter 9: Crowdsourcing
  • Chapter 10: Viral Marketing
  • Chapter 11: Online Reputation Management
  • Chapter 12: Web Public Relations
  • Chapter 13: Web Site Development and Design
  • Chapter 14: Online Copywriting
  • Chapter 15: Web Analytics and Conversion Optimization
  • Chapter 16: Mobile Marketing
  • Chapter 17: Customer Relationship Management
  • Chapter 18: Market Research
  • Chapter 19: eMarketing Strategy

About the Book

eMarketing: The Essential Guide to Online Marketing is a textbook intended for third and fourth year marketing students and draws on both academic theory and practical experience. The book offers students information that is applicable to the eMarket industry by providing examples that are easily relatable. The book covers all of the important aspects of online marketing, including the areas associated with search engine marketing, affiliate marketing, web analytics and conversion optimisation, web development, online copywriting, online advertising, webPR, online reputation management, pay per click advertising, viral marketing, social media marketing, search engine optimisation, eMarketing strategy, market research, mobile marketing, crowd sourcing, and customer relationship management. The book also features summaries, learning objectives and discussion points for each chapter, as well as, a glossary and index.

About the Contributors


Rob Stokes earned his Business Science Degree at the University of Cape Town and is the 2009 Bookmarks Winner for the Best Individual Contribution to Digital award. His Marketing Honors Thesis, which focused on the topic of email marketing, led to development of the company Quirk eMarketing, which he currently is the CEO of. He is considered to be an eMarketing specialist and he lectures on Internet Marketing at the University of Cape Town, Red & Yellow School of Advertising and Cape Peninsula University of Technology. He also holds various workshops and presentations on eMarketing across the globe.